Critics, who decided against trying to repeal the law through a ballot proposal, have vowed to "hold accountable" state lawmakers who voted for the measure, which prohibits insurers from offering abortion coverage as a standard feature in new health plans.

The law is also emerging as an issue in one of the state's highest-profile elections, even though neither of the candidates had to vote on it.

U.S. Rep. Gary Peters, a Bloomfield Hills Democrat running for the U.S. Senate, blasted the abortion insurance law when it took effect and is scheduled to discuss the measure on Thursday morning in Lansing. He'll be joined by state Senate Minority Leader Gretchen Whitmer and Ingham County Clerk Barb Byrum.

"As the father of two daughters, I struggle with how to tell them that the state we love and where our family has been for generations is now unfairly discriminating against them and makes health care less affordable," Peters said in a statement last week.

Right to Life of Michigan, which spearheaded the petition drive to put the insurance proposal back before the state Legislature after a veto by Republican Gov. Rick Snyder, launched a new web page on Tuesday highlighting Peters' "position on abortion and other life issues."

The anti-abortion group's political action committee has already endorsed Republican Terri Lynn Land for the Senate. She has not directly discussed the law.

Peters "wants to make sure abortion is accessible and cheap for his daughters," according to the website, which cites a tweet he made about his family earlier this year on the 41st anniversary of Roe v. Wade and his recent comments about the abortion insurance law.

A Right to Life spokesperson, asked about the website and the reference to Peters' daughters, noted that the candidate has brought them up on several occasions while discussing abortion issues. The group often endorses candidates and informs supporters about their opponents.

"As we continue the PAC season, with elections coming up, I'm sure there will be other information we make available," said Pam Sherstad. "But obviously the U.S. Senate race is a huge race in Michigan. It's a chance for pro-life people to work hard and put someone who values life in that seat."

State lawmakers who actually had to vote for or against the Right to Life insurance bill may also find themselves under the microscope.

Planned Parenthood Advocates of Michigan last week announced "a comprehensive grassroots campaign designed to hold elected officials accountable for voting for policies that negatively affect women's health, restrict access to healthcare services and unnecessarily interfere with private medical decisions."

Whitmer, an East Lansing Democrat who has panned the law because it does not include exceptions allowing insurers to cover abortions in the case of rape or incest, told supporters that she will be working with a new nonprofit called Right to Health.

"I'll be traveling around Michigan this year to talk to women and men about the importance of protecting our health care rights and the damage that is caused when misogynistic ideas like the new 'Rape Insurance' law are allowed to happen," she said in a statement.

Michigan's new law only allows insurers to cover abortion if a woman or her employer has previously purchased an optional "rider." It does not effect existing policies, only those sold or renewed from now on.

Seven insurers plan to sell an abortion rider alongside small- and large-group employer plans in Michigan, but no companies plan to sell one for an individual policy. Self-funded health care provided by some large employers and government agencies will not be effected.

The full impact of the policy remains unclear. Just 3.3 percent of abortions induced in Michigan in 2012 were covered by insurance, according to the Michigan Department of Community Health.

Jonathan Oosting is a Capitol reporter for MLive Media Group. Email him, find him on Google+ or follow him on Twitter.